Collaborate Global Launches Middle East Headquarters, Appoints Gregory Mardikian as Regional General Manager

Collaborate Global, a global experience agency, announced the opening of a Middle East headquarters and the appointment of Gregory Mardikian as general manager of the region. The move follows a three‑year period in which the agency’s revenue grew fourfold and it was named a top‑five global brand‑experience agency by The Drum in 2025.

Collaborate Global has built a reputation for delivering large‑scale experiential campaigns for high‑profile brands. In 2025 the agency was listed as one of the best places to work in the United Kingdom by The Sunday Times for two consecutive years. Its portfolio includes partnerships with Hyundai, TAG Huer, Boots, Nike, Aston Martin and The Goodwood Estate.

The Middle East launch was announced on the company’s blog and described the opening of a new regional office. The announcement also named Ross Oxenham as Chief Expansion Officer, Chris Ambidge as Chief Growth Officer and Nick Walsh as Regional Growth Partner. Gregory Mardikian, who has previously led regional operations for global agency networks and founded his own experiential agency, will oversee the Middle East team.

Mardikian’s career has spanned Saudi Arabia, the United Arab Emirates and the wider Middle East. He has worked across tourism, government, destination marketing, fast‑moving consumer goods, automotive, banking and telecommunications, delivering experiential programmes that connect strategy with real‑world impact.

Ben McMahon, CEO of Collaborate Global, said in the announcement that the Middle East represents “one of the most significant growth opportunities in our industry.” He added that the region’s ambition, willingness to think differently and speed of execution set it apart. McMahon noted that Mardikian’s market knowledge, entrepreneurial instinct and delivery expertise are “exactly what the region needs.”

Mardikian echoed this sentiment, stating that experiential marketing has become a core business driver. He said that in a world where connection matters more than ever, organisations that invest in genuine shared experiences will build the trust and relationships required for the region to thrive.

Collaborate Global’s experience portfolio includes in‑store activations, product launches, concerts and hyper‑personalised experiences for brands such as Aston Martin, Louis Vuitton, Gucci, eBay and Novartis. The agency’s work for automotive and retail clients demonstrates its ability to translate brand strategy into immersive, measurable outcomes.

The agency’s expansion into the Middle East is part of a broader strategy that covers Europe, Asia and Africa. By establishing a local presence, Collaborate Global aims to become the partner of choice for ambitious brands, governments and destinations seeking to leverage experiential marketing to shape culture, communities and economies.

At present, the Middle East headquarters is operational and the regional team is engaged in projects across the Gulf Cooperation Council and the Levant. The agency’s next steps include scaling its local talent pipeline and deepening relationships with regional public‑sector partners.

In summary, Collaborate Global’s Middle East launch, led by Gregory Mardikian, marks a significant expansion of the agency’s global footprint and underscores the growing importance of experiential marketing in the Arab world.